Todd Fryhover, president of the Washington Apple Commission in Wenatchee, agrees with industry critic Desmond O'Rourke that collective promotion is needed to boost apple consumption, domestically and abroad.
"An all-inclusive eat-more-apples campaign is warranted, and I agree with Des that current domestic activities just move the fruit from one shipper to the next. There isn't a clear program to build consumption for all," Fryhover said.
Greater promotions could be funded by "rearranging current commitments to industry organizations rather than increasing the assessment," he said.
The commission partially funds several industry organizations, including the Northwest Horticultural Council in Yakima.
Recently, the apple commission looked at seeking a change in state law to allow a simple majority of growers to approve any increase in assessment on themselves for promotions. Changes now require a 66 percent majority.
-- Dan Wheat